Written on January 19, 2012 by Rich Johnston in Comics, Recent Updates

Welcome to the new DC Comics logo…. that you saw first at Bleeding Cool, obviously. Revealed at Fast Company who ran an interview with Dan DiDio and Jim Lee earlier, this is the real deal. And they come in a variety of colours, and designs, including a Watchmen yellow-with-blood-splatter variety, that, presumably, will be on the new Watchmen prequel comic books.

Bleeding Cool also mentioned how the touchscreen, interactive and animated aspect of the new logo would be a major aspect of it, and you can see that in action below, revealing Green Lantern.

The article quotes Amit Desai, Senior Vice President of Franchise Management at DC, who we also revealed was behind the presentation to DC Comics internally, as saying “We didn’t want a static logo, but a living identity that could capture the power of our characters and storytelling. What is special about DC content is the notion of a dual identity. When you think about our DC Comics superheroes, there’s a secret identity. When you think about Vertigo, it’s this notion of good vs. evil in many of the stories. And so, in addition to flexibility, the new logo communicates this idea of dual identity: there’s more than meets the eye. You have to take a closer look to understand the richness of our characters and stories.”

The article also mentions DC Comics Executive Vice President of Sales John Rood’s involvement in the branding alongside Landor Associates. This man already has a tattoo of Texas on one ankle, we hope the new DC logo will join it on the other ankle.

And while there has been criticism, at least of the trademarked version of the logo, Desai states that this decision was taken after major focus group activities including comic book fans. So if you don’t like it, you are collectively to blame. They also confirm the font of the letters, as Gotham Bold.

And as for the blander, more corporate look that many criticised the trademarked version of the logo, that seems to be reserved for the more corporate, official arm, DC Entertainment.

I'd say I hate it, but I hated the last one when it was revealed and it grew on me. I'll give it some time...

That said, I still like the bullet one best (from the '80's I believe).

Pulp Hero

01-19-12, 11:58 AM

Do not want... That's one ugly logo, bring back the DC bullet, even the last new logo (which could be animated easily) is better than this new one.

It looks like the only animation the new logo permits is a peel back effect, which they probably want for some silly Iphone & Android app -- oooh a diagonal swipe to reveal a picture, everyone will be amazed by this.

The Valeyard

01-19-12, 02:21 PM

DC had to dump the "swirl" logo because they were paying royalties to a shoe company after screwing up their Trademark paperwork. Short story: DC logo revealed. DC Shoe company reveals theirs. DC says it looks too much like theirs and sues. Shoe company discovers DC never properly registered the swirl. Turns around and sues DC for Trademark infringement. DC is forced to pay the shoe company to use swirl logo.

The Batman #708 is for mock up purposes only. DC is not going back to their old numbering system.

DC Comics has shown how their new logo will be used on current books and current branding. Looks like the edge of the D will be pushed hard against the spine of a comic, so the “peel” comes right off the edge of the comic.

The press release reads “DC Entertainment, a Warner Bros. Entertainment company and home to iconic brands DC Comics, Vertigo and MAD, revealed today a new brand identity. The new identity is reflective of the company’s mission to fully realize the value of a rich portfolio of brands, stories and characters, distinguished by incredible breadth and depth across publishing, media and merchandise. A new logo for DC Comics was also introduced, closely aligning with DC Entertainment’s new mark.”

Reading the rest of it, I think it’s going to be called the DC Flip. The Vertigo and MAD logos will also receive a From DC Entertainment line beneathe them.

They still aren’t revealing the animated version. That will come another day. Keep watching Youtube…

Overall, I love the look of the new logo. Not too crazy about the different color styles. Some work. Some don't. They really should have rolled this out with the relaunch. Feels like second-guessing now.

Y'see, the placement makes it for me. It looks good up against the edge. That's funny/sad about their swirl logo! Thanks for the info!

Mike86

01-19-12, 02:37 PM

Meh it's not bad. It's kinda plain and I don't really love it but I guess I don't care too much. The content matters more than a logo.

madcougar

01-19-12, 03:18 PM

As far as comics go (which I love dearly), I could care less about the logo.

fujishig

01-19-12, 03:43 PM

As far as comics go (which I love dearly), I could care less about the logo.

So you do care!

I don't like it but I'm sure I'll stop noticing it soon enough. Does this come out in time for the first HCs/trades of the new 52? Because otherwise, the lack of uniformity in the volumes would bother me a bit (if I were collecting them)

Preterite

01-19-12, 04:04 PM

I don't think it's a very good design, at least for comics. I think it was designed as an animated version first and foremost, where the "D" peels back to reveal the "C". D > C = DC Comics. Cool.

But in the the static version the "C" is prominent but the "D" isn't really there. It took me a while to figure out the peel-back concept (I didn't read the quote until after I had stared at the image for a while; criticize if you must, but that's how most consumers are going to encounter the new logo.) On its own, the static logo just doesn't say "DC" to me.

Hadrian7

01-19-12, 04:47 PM

Eh, it is only a logo. As long as the stories inside are good, then I could not care less.

kgrogers1979

01-19-12, 05:00 PM

I could care less about the logo.

http://img197.imageshack.us/img197/6985/carelessu.jpg

Bronkster

01-19-12, 05:30 PM

Really not liking it on initial viewing, and, although it does look better on the cover than stand-alone, it doesn't stand out by itself very well.

jrsl76

01-19-12, 05:45 PM

Hideous.

PhantomStranger

01-20-12, 02:11 AM

It looks horrible as a static image and will be confusing to people who have no idea the company is called DC. This was obviously designed with one goal in mind, the logo being animated in digital versions and in movie trailers.

boredsilly

01-20-12, 07:31 AM

I remember a lot of folks were anti the last redesign. After a while you stop seeing the logo, and then it sort of grows on you. I do agree that it would have made sense to role this out with the relaunch though.

madcougar

01-20-12, 09:09 AM

So you do care!

:)

fumanstan

01-20-12, 09:37 AM

I like it. Seems a bit plain, but I like what they can do with it as far as the colors, themes, and animation.

davidh777

01-20-12, 01:56 PM

I agree it's pretty meh and rises slightly above meh in context of an actual book.

http://img197.imageshack.us/img197/6985/carelessu.jpg

:lol: :up:

Bronkster

01-20-12, 06:00 PM

http://i10.photobucket.com/albums/a142/Bronkster/worstlogoever.jpg

Bronkster

01-20-12, 06:04 PM

http://i10.photobucket.com/albums/a142/Bronkster/johnny-dc.jpg

My Other Self

01-20-12, 07:25 PM

I clearly don't care since I thought their logo was still the one with the stars in the circle. :lol:

mrhan

01-20-12, 09:58 PM

http://i10.photobucket.com/albums/a142/Bronkster/worstlogoever.jpg

The new one lame. It won't last as long as the 1st two. They should go retro with the logo.

Mike86

01-21-12, 02:44 PM

The bullet logo is still the coolest looking. I never really minded the one they had prior to this newest one though either. The original one is kinda plain and doesn't stand out very much.

brayzie

01-21-12, 02:55 PM

I really like the new logo. However, it looks a little too sleek and sharp next to the cartoony covers. It doesn't go.

I hated the swirl logo though.

kodave

01-21-12, 02:56 PM

I don't mean to offend anyone here, but I follow different online communities for comic books, pro wrestling, video games, TV, etc. and by far comic book fans online are the worst. They over-react to every single little thing they disagree with and act like the sky is falling and every little move is going to be the end of comic books as we know it.

The DC Bullet logo is pretty classy, no doubt. Why DC wasn't happy with using that as their brand identification, I don't know.

The last logo from 2005 was okay. DC Comics had to pay DC Shoe Co. to use it though because DC Comics screwed up big time in a lawsuit. So while it hasn't been around long, I can understand them not wanting to pay to use their own logo.

The new logo is just fine. They can do a lot of cool things with its design and it'll probably look cool in animated form. Its a very clean, sleek, corporate type logo - and let's be honest, that's all DC Comics is. Its just an arm of Warner Bros. and just like Marvel it primarily exists to create IP for licensing, merchandising, and TV/Movies. The books themselves are merely put up with so Warner Bros. can reap the profits off the aforementioned things.

There have been a lot of new logo/rebranding debacles in businesses over the past handful of years, but I really don't think this will end up being one of them.

The only baffling part is why they didn't have this ready for the New 52 campaign back in October. That was 100% pure short sightedness on someone's part.

atxbomber

01-21-12, 04:27 PM

DC had to dump the "swirl" logo because they were paying royalties to a shoe company after screwing up their Trademark paperwork. Short story: DC logo revealed. DC Shoe company reveals theirs. DC says it looks too much like theirs and sues. Shoe company discovers DC never properly registered the swirl. Turns around and sues DC for Trademark infringement. DC is forced to pay the shoe company to use swirl logo.

Yeah, I sure hope DC has their ducks in a row trademark wise or whatever, otherwise they'll be back to square one.

If your logo consists of two letters and you can't identify those two letters, it's a bad logo

That might be your opinion. Mine is that I can discern that its DC just fine. Not to mention that it says DC Comics right next to it and it likely will say that everywhere except for the bottom of the spines of books.

Bronkster

01-21-12, 07:08 PM

DC had to dump the "swirl" logo because they were paying royalties to a shoe company after screwing up their Trademark paperwork. Short story: DC logo revealed. DC Shoe company reveals theirs. DC says it looks too much like theirs and sues. Shoe company discovers DC never properly registered the swirl. Turns around and sues DC for Trademark infringement. DC is forced to pay the shoe company to use swirl logo.

I think the love for the "bullet" logo is because that's what most people grew up with. I don't think the recent ones are that bad :shrug:

My Other Self

01-21-12, 08:07 PM

I had to look up the Discovery History channel since I had never heard of it. Turns out it's a UK-based station. Sounds like they show what History Channel used to be devoted to before reality programming. Wish they had it here. Better than that waste of space Planet Green which doesn't show any environmentally friendly programming at all anymore. :lol:

antspawn

01-22-12, 01:07 AM

It's such a stupid logo. The peel effect is really dumb.

You would think DC a company full of talented artists would come up with something more presentable and creative.

ScissorPuppy

01-22-12, 08:01 AM

The last logo from 2005 was okay. DC Comics had to pay DC Shoe Co. to use it though because DC Comics screwed up big time in a lawsuit. So while it hasn't been around long, I can understand them not wanting to pay to use their own logo.

If they got sued and lost because of this logo looking like the more recent DC logo...
http://www.bleedingcool.com/wp-content/uploads//2012/01/dcshoes_logo.jpg?d9c344

Then they probably will have their ass handed to them in court again because of this one...
http://www.logofaves.com/wp-content/uploads/2011/04/dh_m.jpg

EDIT: Just noticed this was already mentioned. Oops!

davidh777

01-22-12, 09:33 AM

That might be your opinion. Mine is that I can discern that its DC just fine. Not to mention that it says DC Comics right next to it and it likely will say that everywhere except for the bottom of the spines of books.

Yes, it is my opinion! :banana: I agree that all the presentations we've seen so far include the DC Comics right along with it, but it's like you need to explain it every time. I don't think the average person just seeing the letters would identify anything other than the C.

I don't mean to offend anyone here, but I follow different online communities for comic books, pro wrestling, video games, TV, etc. and by far comic book fans online are the worst. They over-react to every single little thing they disagree with and act like the sky is falling and every little move is going to be the end of comic books as we know it.

It's because most comic book fans have lived with the same characters for decades since they were young children. That is simply not true in other mediums. Television shows barely last five years and video game characters change with every release because the graphics and gameplay changes.

madcougar

01-23-12, 08:58 AM

I don't mean to offend anyone here, but I follow different online communities for comic books, pro wrestling, video games, TV, etc. and by far comic book fans online are the worst. They over-react to every single little thing they disagree with and act like the sky is falling and every little move is going to be the end of comic books as we know it.

I don't mean to offend you kodave but will all those interest I'm hoping you're 12, but assuming you're 39 and live with your mother. If you like the new logo then you are a total dweeb who doesn't understand the history of DC (perhaps you began to read comics when Image exploded?). Don't come in here and tell us real comic book fans the sky is falling, when the sky is literally (or almost) falling as a result of a new logo, OK?

This is the biggest thing to happen to comic books since the New 52 man! Can't you see that?!

I don't mean to offend anyone here, but I follow different online communities for comic books, pro wrestling, video games, TV, etc. and by far comic book fans online are the worst. They over-react to every single little thing they disagree with and act like the sky is falling and every little move is going to be the end of comic books as we know it.

Worse than wrestling fans? C'mon now (and I'm a wrestling fan). If the WWF -> WWE change came about in the age of the internet, you'd hear nonstop whining all over the place.

Obi-Wan Jabroni

01-23-12, 01:06 PM

Worse than wrestling fans? C'mon now (and I'm a wrestling fan). If the WWF -> WWE change came about in the age of the internet, you'd hear nonstop whining all over the place.

It did and there was.

fujishig

01-23-12, 02:04 PM

It did and there was.

Huh, it seems like so long ago, I thought it was in the era of "the sheets." Maybe I'm thinking of the move to the scratchy logo.

Any word on how DC has reacted to the similarity of their logo to the Discovery one?

mrhan

01-23-12, 08:13 PM

I can't help but think if that thing was animated, once you peel off the foil it will only show a C. It also reminds me of those pesky tamper proof foil things that's impossible to rip off the tylenol bottles.